The American hamburger and fast-food chain McDonald’s (MCD, Financial) brought back its limited-edition and once popular Szechuan sauce after nearly 20 years, inspired by the U.S. adult science-fiction animation comedy Rick and Morty, but the sauce was introduced only to select locations.
The attempt to bring back the sauce was the company’s latest stunt, but supply was inadequate leaving customers and Rick and Morty fans enraged. The Szechuan sauce was created in the year 1998 as a part of the promotional effort for the Disney movie “Mulan.”
Reaction of Rick and Morty fans
The outraged fans took the matter to social media to vent their frustrations. In some cases, cops were called to deal with the unsatisfied and fuming customers. Some people were shouting on the streets while others had put up a banner criticizing McDonald’s for its limited supply. In fact, there were customers who drove all the way from Canada only to see a supply shortage at U.S. outlets.
Anticipating huge demand, some disappointed fans started selling the Szechuan sauce for excessively high prices on eBay (EBAY, Financial). A bundle of three uncapped and unsealed packs of Szechuan sauce was sold for $848.88 while a single packet was priced at just about $1,000. Participating restaurants had about 20 sauces and considering colossal demand, many die-hard sauce fans left empty-handed.
McDonald's promises wide availability in winter
The fast-food chain then issued a statement in which it addressed the unhappy customers. The company said that it will bring back the sauce this winter, and it will be available nationwide. This time, it will not be a one-day promotional trial.
In the statement, the fast-food giant said:
"We're bringing more. A lot more. So that any fan who's willing to do whatever it takes for Szechuan sauce will only have to ask for it at a nearby McDonald's. We want to make this right. You're some of the best fans in this or any dimension, and we plan to deliver on that promise as soon as possible."
Last word
The company brought back the sauce which belonged to the '90s era. It has become clear that consumers crave Szechuan sauce. Even though the company was criticized for the shortage, it was a welcome addition to the fast-food chain’s menu. Now that McDonald’s has decided to make this a permanent item on the menu, it will boost the company’s sales and bottom line in the future.
Disclosure: I do not hold any position in the stock mentioned in this article.
